Advertising Diversity Ad Agencies and the Creation of Asian American Consumers

Advertising Diversity Ad Agencies and the Creation of Asian American Consumers

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In Advertising Diversity Shalini Shankar explores how racial and ethnic differences are created and commodified through advertisements, marketing, and public relations. Drawing from periods of fieldwork she conducted over four years at Asian American ad agencies in New York, San Francisco, and Los A...

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Bibliographische Detailangaben
1. Verfasser: Shankar, Shalini (VerfasserIn)
Format: Elektronisch E-Book
Sprache:English
Veröffentlicht: Durham Duke University Press [2015]
Schlagworte:
SOCIAL SCIENCE / Anthropology / Cultural & Social
Advertising > Social aspects > United States
Advertising > Social aspects > United States.;Asian American consumers > United States.;Asian Americans > Race identity > United States.;Stereotypes (Social psychology) in advertising > United States.;Advertising agencies > United States.;Minorities in advertising > United States
Advertising agencies > United States
Advertising agencies > United States
Advertising > Social aspects > United States
Asian American consumers > United States
Asian American consumers > United States
Asian Americans > Race identity > United States
Asian Americans > Race identity > United States
Minorities in advertising > United States
Minorities in advertising > United States
Stereotypes (Social psychology) in advertising > United States
Stereotypes (Social psychology) in advertising > United States
Online-Zugang:DE-1043
DE-1046
DE-Aug4
DE-859
DE-860
DE-473
DE-703
DE-739
DE-858
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Beschreibung
Zusammenfassung:In Advertising Diversity Shalini Shankar explores how racial and ethnic differences are created and commodified through advertisements, marketing, and public relations. Drawing from periods of fieldwork she conducted over four years at Asian American ad agencies in New York, San Francisco, and Los Angeles, Shankar illustrates the day-to-day process of creating and producing broadcast and internet advertisements. She examines the adaptation of general market brand identities for Asian American audiences, the ways ad executives make Asian cultural and linguistic concepts accessible to their clients, and the differences between casting Asian Americans in ads for general and multicultural markets. Shankar argues that as a form of racialized communication, advertising shapes the political and social status of Asian Americans, transforming them from "model minorities" to "model consumers." Asian Americans became visible in the twenty-first century United States through a process Shankar calls "racial naturalization." Once seen as foreign, their framing as model consumers has legitimized their presence in the American popular culture landscape. By making the category of Asian American suitable for consumption, ad agencies shape and refine the population they aim to represent
Beschreibung:Description based on online resource; title from PDF title page (publisher's Web site, viewed 25. Nov 2020)
Beschreibung:1 online resource (328 pages) 42 illustrations
ISBN:9780822375616
DOI:10.1515/9780822375616

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